Chipotle recently won a Grand Prix for a short animated film that tells a “moving story” about sustainable farming.
Does it work? I didn’t think so.
Watch this clip.
I must admit, I haven’t researched the company’s performance (as per the comment from GreyNet below), but to me, successful storytelling lies not only in the performance of a business, but also in the credibility of the brand telling the story, the authenticity of the story itself, and most importantly, the motives behind it.
Moreover, I’m not entirely sure the performance of Chipotle is directly related to the storytelling strategy adopted by the brand.
I felt the story is contrived.
Chipotle is a fast food business as is McDonald’s -its antithesis- and ironically, one of it’s biggest shareholders until 2006, and the reason behind its explosive growth.
The business (and it is a business), carved a niche in the market by capitalising on consumers’ guilt and unwarranted fear of industrialised farming and supposed mistreatment of animals. It did this regardless of the negative consequences this may have on the industry as a whole and the millions of workers who rely on it for a living.
It may very well be that the shareholders are well-intentioned, nonetheless I feel the story is unbelievable. It also solicited undesired reactions from the audience it’s meant to target.
New age adman, corporate brand storyteller and proud father of 2 incredible kids. Omar is Chief Strategy Officer at Sandstorm Digital; a content marketing agency headquartered in Dubai.
Omar has over 20 years experience in marketing and advertising, the last 10 years being in digital within large media agency environments. During that time, Omar developed and implemented cutting edge campaigns for some of the world's best known brands.
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